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Safavieh, Martha Stewart Unveil Collection

Upscale rug house Safavieh and Martha Stewart Living Omnimedia (MSLO) are together gearing up for the debut of a hand-tufted collection at High Point Market this week.

Safavieh has for the past three years been MSLO's licensee for area rugs. Hand-tufted rugs are the latest new construction to be added to the program and represent a more aggressive price point bracket.

"These new additions will appeal to a broad base of customers who look to us for attractive, high-quality and affordable home-decorating solutions," said Robin Marino, co-ceo and president of merchandising, MSLO.

The new assortment comprises five rugs hand-tufted in India. Patterns span updated classic damasks, abstracted naturals, and lively geometrics. Inspiration is drawn from Stewart's personal homes and favorite rug and textiles designs.

The rugs are set to retail for $825 for the 5′6″-by-8′6″. Target retailers include independent furniture and rug stores.

"This new hand-tufted program brings exceptional value to consumers who want quality, style, and greater affordability in decorative home products, especially desirable in the current economic environment," said Arash Yaraghi, principal, Safavieh.

Safavieh worked with the Stewart's design team to create proprietary effects in combinations of viscose and New Zealand wool, he said, "allowing us to offer significant savings over silk and wool blends in higher-priced Tibetan and Nepalese rugs."

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